Art direction for THE ICONIC's World Pride 2023 campaign
Client
THE ICONIC — Louder Now
Year
2023
In 2023 Sydney hosted WorldPride and welcomed hundreds of thousands of people to the city. THE ICONIC, Australia's largest online fashion retailer saw a chance to be part of the cultural moment. The campaign needed to drive sales of the Pride range while living up to one of THE ICONIC's core values: champion people.
I led the campaign from a design standpoint, and developed the shoot direction alongside the photographer and stylist.
Scope of Work
The Brief:
The campaign needed to capture the scale of WorldPride by focusing on the celebration of inclusivity. It had to feel unique to the brand and avoid any cliques seen in pride campaigns before. Most importantly the end result needed to be something the team felt proud of that represented the diversity of the people working on it.
The Solution:
We developed a shoot featuring talent from the LGBTQIA+ community. The shoot was high-energy and designed to let each person show the camera exactly who they are.
Alongside the shoot I created bespoke 3D type lockups designed to flow around the bodies of the talent. The colour took several rounds of iteration to land and eventually settled on a chromatic gradient featuring pinks, purples, greens and yellows, a clear nod to the pride flag.
I edited the campaign video into two cuts. A brand cut featuring all of the talent telling a story of diversity and celebration. And multiple performance cut downs, which were product focused designed to drive sales across the range.
The Outcome:
The campaign launched across the site, EDMs and socials during the event. The bespoke type carried the visual identity across every placement making the campaign feel cohesive.
Internally it became one of the projects the team felt most proud of working on. A celebration of WorldPride that meant something to the team who put it together.
